the long tail: hits and niches

Is anyone else out there currently reading Chris Anderson's "The Long Tail"? Or has anyone already read it?

While I am only on page 87 of the 220+ page book, I am equally engaged and provoked by Anderson's ideas and examples exploring the idea that "technology is turning mass markets into millions of niches." His core concept (summarized on Page 53) is:

Our culture and economy are increasingly shifting away from a focus on a relatively small number of hits (mainstream products and markets) at the head of the demand curve, and moving toward a huge number of niches in the tail. In an era without the constraints of physical shelf space and other bottlenecks of distribution, narrowly targeted goods and services can be as economically attractive as mainstream fare.

Read that quote a couple of times... then ponder. I have to wonder what ideas will emerge guided by such thinking and what affect those ideas could have within the future film business?